Data Blog #2: Plan Your Video Without Audio!
24 November 17 (revised on 30 December 18)
According to the latest marketing stats by Facebook, 85% of Facebook videos (including mobile and desktop) are watched without sound. Image yourself in a crowded place like in the train. Do you watch your video with sound? When do you start listening to the sound?
Facebooks analysis showed that ¾ of today’s branded video content requires sound to communicate the message/brand. You can imagine that all these videoclips are useless because of the 85% non-sound viewers.
Imagine yourself to be a deaf person that tries to include all information to its message visually:
- Use subtitles (maybe even in multiple languages)
- Built-in post text
- Use opening visuals (Captions, logos, Call-to-Action (CTA) texts)
- Color: Establish your brand colours and use them in every video! Your audience will associate certain emotions with your brand when they recognize it, whether they experience it conscious or unconscious. Best examples are Feldschlösschen, Coca-Cola or Winforce with their nearly black or white strategy.
This does not mean you should exclude sound altogether. Sound and especially sound-effects are a major part of every good video and should never be excluded. Imagine yourself again start watching a video with no sound and after a certain time you decide you’re interested in watching the video and listening to the sound as well. When there is no sound, you’re rather disappointed and it seems that the video and so the video message is “unfinished”.
PS. When using text: Read here on our blog about the reading speed in a video.
DataBlog is a five-part blog series where we’d like to show the latest marketing stats in videomaking. Include these steps in your video marketing strategies and you will be ready for the video marketing 2018. Check out the other four data blogs.